Thinking of You Week is all about encouraging meaningful connections through the simple act of sending a card, but it can also create valuable opportunities for retailers.
Last year, More Than Just A Gift in Leicestershire saw card sales increase by more than 30% during the campaign after introducing an initiative that helped customers discover the stories behind some of their favourite card designs.
For retailers looking for fresh ways to bring Thinking of You Week to life in-store, owner Sophie Edwards has shared the idea behind the successful display, which encouraged shoppers to spend longer browsing, discover new ranges and find additional reasons to send a card.
Thinking of You Week reminds us that you don’t need a birthday, anniversary or major milestone to let someone know they’re in your thoughts. Sometimes, a card sent “just because” can have the biggest impact of all.
Bringing the Stories Behind the Cards to Life
Greeting cards are incredibly personal products, but many customers know very little about the designers, artists and publishers who create them.
To help bridge that gap, Sophie decided to showcase the people behind selected ranges. Designer profiles featuring photographs and personal insights were displayed alongside cards from publishers and creators including Laura Darrington and Jude Kenney of Molly Mae.
The aim was simple: to help customers see the creativity, care and thought that goes into every card.
As shoppers browsed the displays, they were encouraged not only to discover new designs but also to learn more about the individuals and small businesses responsible for creating them.
Encouraging More Everyday Sending
One of the most powerful aspects of Thinking of You Week is its message that a card doesn’t need an occasion.
Rather than focusing on traditional birthday or celebration cards, Sophie’s displays included plenty of open and everyday designs. Customers could browse freely, looking for cards that reminded them of someone special.
In many cases, the card came first and the recipient came second. A design caught a customer’s eye, sparked a memory or brought a loved one to mind, creating a spontaneous reason to send a thoughtful message.
This aligns perfectly with the aims of Thinking of You Week, encouraging people to reach out and brighten someone’s day through an unexpected card.
Highlighting the Wider Impact of Every Card
Sophie’s initiative also helped demonstrate how a simple card purchase can have a positive impact far beyond the recipient.
When customers buy from an independent retailer, they are supporting local businesses, publishers, designers and manufacturers. By making those connections more visible, the display helped customers better understand the wider community behind the products on the shelf.
As Sophie explains:
“A card bought from an independent retailer can brighten somebody’s day, help sustain a small shop in their local community, support a small creative business and boost British manufacturing, all in one small card-shaped bundle.”
A Positive Response
Customers responded enthusiastically to the displays, taking time to read the profiles, discuss the featured designers and explore collections they may not otherwise have noticed.
The results were encouraging. During the campaign period, More Than Just A Gift reported a card sales uplift of more than 30% compared with the same period the previous year, demonstrating how storytelling and customer engagement can inspire additional browsing, increase sales and encourage more everyday card sending.
While every retail environment is different, the initiative shows how small, thoughtful additions can help customers connect more deeply with the products they’re purchasing.
Ideas for Other Retailers
The beauty of the concept is its simplicity.
Retailers interested in trying something similar during Thinking of You Week could:
Small additions like these can help customers connect more deeply with the products they’re purchasing and create additional opportunities for meaningful, everyday sending.
Get Involved in Thinking of You Week
Thinking of You Week takes place from 21-27 September and offers retailers, publishers and card lovers the chance to celebrate the power of sending cards and connecting with others.
Whether you’re creating a dedicated display, sharing stories from your favourite publishers or simply encouraging customers to send a card “just because”, every activity helps spread the Thinking of You Week message.
After all, one card can make someone’s day and support the many talented people behind our wonderful industry at the same time.
Read more about Sophie’s initiative in PG Buzz
